Promotion of India in Scooters

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. That's why the four P's incorporates the strategy of "promotion" to deal with that problem. An organizations promotional mix strategy can consist of advertising, sales promotion, demonstrations, couponing etc. All of these things will help the scooters to be promoted.

Advertisement: We will pay for a commercial to be aired throughout India; it will show off the new scooters being driven around. We will place a few billboards up promoting the scooters around the country's main cities like Mumbai, New Dehli and Bangalore. Also we will have short videos and pictures on some India based websites of the scooters since the internet is such a big thing these days. We will mainly focus on CarDekho.com which is actually their most popular car website in India for automobiles. We will put our scooters on there and the price of the scooters.

Sales Promotion: We will have a special seasonal promotion offer going on in the summer for the scooters. They will be marked 15 % off.

Demonstrations: We will travel to India and hire locals show off some new scooters and demonstrate how to work them, ride them etc. We will also give them FREE lesson's which should be a key in our demonstrational promotion. This will be good because 61% percent of the people are literate in India. So it will be helpful for the locals to be hands on.

Couponing: We will give coupons out for buy one get one free helmet with the purchase of a scooter.

For different classes we will need different promotional strategies since the upper class doesn't want to be associated with the lower class.

We are selling scooters as a global company but we are starting are sales and focus in India locally. However, we will eventually go Global. Then we will advance to regional and then global. We will start locally and see how our sales go. If we do well in sales then we will expand regionally. If we do well regionally, then we can go global. So we are trying to go global.

Since the channel length will be necessarily short we will use a push strategy to emphasize the personal selling of the scooters to our consumers in India. (507)